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V joins Mardi Gras marketing rush with outdoor photobooth

Frucor has joined the rush to show support for Sydney’s Mardi Gras with an outdoor photo booth and glitzy signs in Sydney’s CBD for V Energy Drink.

V is supporting the Mardi Gras for the fifth year.

In the fifth year V has supported the event the campaign uses a twist on the current tagline for V, running with “The fabulous hit that improves you a bit”.

V has also created a special edition Mardi Gras themed rainbow can.

Working with JC Decaux, the brand has produced spangly outdoor signs to support the campaign which is centred on Martin Place and Pitt Street mall.

The interactive element of the campaign features a touchscreen outdoor sign linked to a camera and digital printer that lets users apply Snapchat-style filters to photos before printing them or emailing them to share on social media.

Frucor brand manager Alana Lucci said playing a “small part” in promoting the diversity event was a good fit for the brand.

“Mardi Gras has always brought colour and vibrancy to the city and makes Sydney just that little bit more fabulous,” Lucci said.

“Every year we hope to make festival goers a bit more fabulous and this year we are looking forward to extending this beyond the parade with this fun, interactive panel.”

Outdoor printer will let people use filters for their selfies.

The campaign will run through to March 6.

The Mardi Gras is becoming an increasingly important highlight for marketers with companies including ANZ Bank, Meat & Livestock Australia and Kiis 1065 all tapping into the event with campaigns and media support.

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